EP 286: Yeti Takes a Long View to Protect Its Brand

We'd love to have your feedback and ideas for future episodes of Retail Unwrapped. Just text us!The Attention Economy is not a mandate for viral moments and six-second social clips. Long-form storytelling captures more attention, engagement and potential activation than fleeting moments of marketing distraction. Join Shelley and Bill Neff, Head of Marketing at Yeti, as they pull back the curtain on why one of the most admired consumer brands in America has built its empire by doing the opposite of what the Attention Economy demands. Yeti takes the long view in building its hunt-and-fish brand into a global lifestyle icon without losing its relevance. Yeti's is also a contrarian when it comes to its partnership and acquisition strategy. Bill reveals that Yeti partners for life. It is also disciplined in its approach to international expansion where Yeti's 16 percent international growth is proof that listening to local markets and responding accordingly is strengthening its global consumer engagement. Listen and learn how Yeti's philosophy is human-centric, trusting its ambassadors, communities, and outliers to tell the brand’s stories.Special Guest: Bill Neff, Head of Marketing, YetiFor more strategic insights and compelling content, visit TheRobinReport.com, where you can read, watch, and listen to content from Robin Lewis and other retail industry experts, and be sure to follow us on LinkedIn and Twitter.